Top Resources to Create a Great B2B Homepage
Your B2B SaaS Homepage is the most important page on your website. This short guide outlines some of the key resources you can use to optimize it.
Co-Founder / CEO
July 5, 2023
Context - Resources to Create a Great B2B Homepage
When it comes to B2B SaaS and technology companies the homepage is by far the most important page on the site. Having had access to tens of Google Analytics accounts in my previous role as a fractional Chief Marketing Officer (CMO) the concentration of traffic on homepages was staggering with some B2B SaaS clients. When there was an ineffective SEO strategy and poor home page design the % of traffic to a site that was ‘stuck’ on the homepage was often over 50% in some extreme examples. Without going further into the site, engaging further with the copy, and navigating to high-intent pages like a Pricing page the traffic simply bounces, reducing your odds of encouraging the visitor into a sales funnel flow.
In short, for most if not all site visits to a B2B SaaS website, it is the “performance” of the homepage which will determine how successful your startup will be.
Given the high percentage of traffic that visits just the homepage, B2B and SaaS companies thus need to ensure their homepage is optimized to
Give a really good first impression - think ‘risk reduction’
Encourage visitors to visit another page on the site
Engage with the primary or secondary calls to action on the page
Deliver concise messaging that anchors your solution in a SaaS category
Signal how you are different from the other providers likely to be on the short list
In short, your homepage has a lot to do.
The good news is that long-form pages are back in vogue, so you are not trying to squeeze everything in, as page depths have increased significantly in recent years enabling visitors to skim main sections. That all said, countless Crazy Egg [an analytics platform that tracks and optimizes website visitor behavior] tests I’ve run over the years have all illustrated how profound drop-off rates are once you start scrolling.Hence, your “above the fold” section needs to nail it by delivering:
A strong hero image (potentially animated) and showcasing the UI/UX
A clear primary CTA
A concise message that anchors the category you belong to
Heading and subheading messaging that resonate
Evidence of social proof incl G2 / Capterra stars positioned around the primary CTA and Client Logo strips just above the fold
When it comes to the rest of the homepage, you’ll need to try and answer as many questions a target prospect is likely to have so they “add you to their consideration set” for a more thorough follow up visit.
Before we dig into the details as to the additional elements you need to optimize, it is important to flag that your stage of business is a key consideration here.
In your very early days, most B2B SaaS companies are resource constrained and thus will struggle to have sufficient budget to warrant a major investment in the site (especially when traffic levels are low). However, as I have argued elsewhere, in an increasingly competitive B2B SaaS landscape a failure to invest adequately in your site means many of your lead generation efforts will be in vain. While most of the early capital will be deployed in the product, primarily in developer salaries, it is worth ensuring some finance is made available to the nascent marketing function to put some strong website foundations in place (especially before you embark on any paid acquisition activities).
Thus much of the advice that follows will be more relevant to B2B SaaS companies that are post Product-Market fit, have some traction and have raised sufficient finance to invest in their site (perhaps at least Series A).
What constitutes the amount of money you should budget for to transform your homepage?
This will vary and will depend on whether the visual / brand identity is already ‘enterprise-grade’ or not. Assuming it is, you’ll need to budget $20-50,000 depending on exact requirements.
Constituent Elements of a Great B2B SaaS Homepage
So what are some of the key constituent elements of a B2B SaaS homepage?
We outline these in detail in our blog - Create a Winning B2B SaaS Homepage where we describe the following topics in some depth:
The Content Management System (CMS)
The Visual Identity
The Page Structure
The Messaging and Copy
Social Proof etc
This blog can thus be read in parallel with the earlier one, whereby this one focuses more on some specialist B2B SaaS providers who can help you deliver on your requirements, whereas the accompanying blog describes what you need to do.
When to Use External B2B SaaS Expertise?
Given the investment required an obvious first question will be: “Can we not do a lot of this in-house?”
I’d argue that this is rarely the case. Many pre-Series C/D marketing functions consist primarily of ‘marketing generalists’. Of course, any of these can likely help with messaging, page design, and information architecture but in my experience, the value-add from a dedicated specialist makes a huge difference. However, there are some considerations to be aware of before you start the process.
1- Get a Budget Signed Off
Ensure you have a sufficient budget - external specialists will have processes and methodologies to ensure a ‘productive engagement’ that delivers results. You need to have a clear budget signed off so you don’t waste everyone's time.
2- Invest when Traffic Volumes are Strong
You will need ‘decent traffic’ volumes coming to your website to warrant the investment. This data can be sourced from GA4 or HubSpot if you are running that.
What constitutes ‘decent traffic’, will vary greatly depending on whether you are ‘hunting elephants’ or ‘hunting mice’ and how much budget you allocate to paid acquisition. At the very least, being clear on typical volumes of monthly visitors will help inform the decision.
Salespeople sometimes refer to "elephants", "deers" and "rabbits" when they talk about the first three categories of customers (enterprise, medium-sized, small businesses). To extend the metaphor to the 4th (consumers) and 5th type of customer (eyeballs), let's call them "mice" and "flies".
Many B2B SaaS applications are relatively niche/ obscure and you’ll ideally need significant paid acquisition running in parallel to ensure there is a strong ROI from the investment.
3- Ensure you Have a Good Grasp of the Business Unit Economics
You’ll need to have a good grasp of your SaaS businesses fundamentals so that you are clear on conversion rates, Average Contract Values (ACV), and Cost of Customer Acquisition (CaC) so the math makes sense and so that you can measure ‘before and after’ effects of the investment.
Finally, in most instances, I have a bias for using B2B SaaS Freelancers over generalist agencies, although there are several dedicated B2B SaaS agencies like Webstacks emerging who can offer one-stop shops for many of the elements you’ll require.
Leading B2B SaaS Freelancers to Help You Nail Your Homepage
Leading B2B SaaS Freelancers to Help You Nail Your Homepage
So what are some of the skills you’ll need and who can provide them?
Writing copy for your website is a fairly basic task right for the marketing team? Well, no actually. In recent years, a number of highly-skilled B2B SaaS freelance specialists have taken homepage copy to a whole new level. Every word counts.
Who?: In this more detailed article on the importance of B2B SaaS Copywriting I list some of the best known freelancers working in this space including:
Kerry Campion - God Save the Serp - SEO power-up for SaaS companies
Josh Garofalo - Sway Copy - SaaS Copywriter and Consultant
Alex Napier Holland - Gorilla Flow - SaaS Copywriter
Victor Ijidola - Premium Content Shop - Content Marketing Services For SaaS & B2B Brands
Annie Maguire - Conversion Copywriter
Helen Peatfield - B2B Tech & SaaS Copywriter
Rachael Pilcher - Mighty Fine Copy - B2B SaaS Copywriter & Growth Strategist
Harry Lawson – Elements Copy - B2B SaaS Copywriter & Messaging Strategist
2- Design (incl animation)
The visual design of your website will help ensure you are taken seriously. Afterall, if the design is not ‘enterprise grade’ people may fear your software is not. Again there are a lot of great B2B SaaS website designers out there.
Who?: I’ve worked with Rob Turlinckx on numerous B2B SaaS websites and highly recommend the work he does.
3- Messaging Validation
Does your messaging resonate with your target personas? How do you even know if it is working?
Who?: Wynter is a B2B SaaS message testing platform you can use to test your messaging with verified target B2B customers.
Adding some illustrations can add a hint of personalization to your site and helps you stand out from the crowd - especially compared to those reliant on basic stock imagery.
Who?: Ena Sadikovic is an excellent illustrator who works with B2B SaaS startups from all over the world.
5- Funnel Optimisation
Funnel optimization relates to the process of optimizing your Primary Call to Action [CTA] on your homepage and the subsequent steps that a visitor needs to take to sign-up or to Get Started. A forensic analysis of the steps (including messaging, number of steps and optimizing the ‘blank slate’) can all lead to improved conversion rates.
Who: Pedro Cortes - B2B SaaS Conversion Expert, helps companies rewrite 3-4 key pages in a short sprint so they can get a quick boost.
Mark Colgan, from The Product Onboarders helps B2B SaaS companies increase visitor to free trial conversion rates and convert more trial users to customers through product onboarding optimizations.
The Content Management System (CMS)
Finally, a word about the underlying infrastructure - the Content Management System (CMS). While traditional CMS like WordPress are by far the most popular CMS, a growing list of issues with WordPress means many fast-growing B2B SaaS and technology companies are migrating off WordPress to modern approaches like Headless CMS (What is a Headless CMS?). A Headless CMS represents a more modern approach to website development and helps ensure that your underlying tech stack is built for scalability, flexibility, and performance.
Contento is a Headless CMS built specifically with B2B SaaS and technology companies in mind. Benefits include:
Blazingly quick websites - a Headless CMS configuration is hard to beat when it comes to speed
Scalable and flexible system - With headless CMSs being API-based, the process of incorporating new applications is effortless. It allows for seamless integration with various technologies and channels, providing the flexibility to add or remove them whenever needed.
Intuitive UI/UX even marketing can navigate - while all providers claim this we have doubled down on our efforts to ensure this is the case
Baked in B2B SaaS features like SEO - a CMS designed with a specific use case - that of managing a B2B SaaS Website
Enhanced security - By utilizing APIs, each application is inherently isolated, preventing the propagation of security risks from one area to another.
Omnichannel capability - Omnichannel experiences are not well-suited for monolithic systems like WordPress due to the tight coupling between the backend and a single, inflexible frontend. As a result, it becomes exceptionally challenging to distribute content across multiple platforms. This is not the case with a Headless CMS.
In short, there is little point optimizing your homepage if the underlying tech stack is built on a poorly performing monolithic CMS like WordPress.
When it comes to most B2B SaaS companies a significant % of traffic is concentrated on the homepage. While the marketing function may often focus on adding more pages, or publishing blogs, it is easy to overlook the return from optimizing the homepage.